When it comes to how Gen Z engages with sport, there’s no shortage of assumptions, and let’s be honest, a lot of them are way off.

So we asked a group of young fans and thinkers from across Future FWD to weigh in and set the record straight.

From what makes someone a fan, to how brands should show up, to whether TikTok actually counts as “real” sport content, here’s what Future FWD had to say.

“Fandom has to look like your parents’ version of it.”

Let’s start here. One of the biggest myths is that being a fan today means copying what came before. Whether it’s the way you watch, the team you support, or how you express it, people seem to think there’s one “right” way.

“If fandom looks the same as it did for our parents, it’s not evolving. Gen Z’s version is digital-first, emotionally smart, and built around community.” – Louise

“Fandom is personal. No one’s experience is the same as another.” – Libby

“We now own it and shape it, however we want. Online, offline, in our own voice.” – Ed

“Tradition doesn’t matter to young people.”

“We binge tradition. Ask any kid who’s fallen down a Ronaldinho rabbit hole.” – Luke

“Tradition matters. We’re just building fandoms that are louder, more creative and more inclusive.” – Louise

“Repeating tradition without questioning it would be admitting a lack of care.” – Libby

“You’re not a real fan unless you go to games or watch live.”

“Fandom is not measured by being there. It’s about passion, not proximity.” – Ed

“There’s too much pressure around being a ‘proper’ fan. If following creators is how you connect, that’s still fandom.” – Amelia

“You can’t support more than one team.”

“Loyalty isn’t a cage. We connect with stories, cultures, athletes.” – Abhi

“Switching teams all the time? Maybe not cool. But liking different teams at the same time? Totally fine.” – Amelia

“Gen Z only cares about what athletes do off the pitch.”

“On-field greatness earns respect. Off-field vibes build the connection.” – Abhi

“You can be a fan in different ways — for performance, personality, or both.” – Amelia

“The performance earns the follow. The personality keeps us there.” – Ed

“Putting a logo on a shirt is enough.”

“We want purpose, not just placement. If your brand’s silent, we scroll past.” – Louise

“If your logo doesn’t tell a story or reflect the culture, it’s just ink on fabric.” – Libby

“People are smarter than that. Connection is created through a synergy of values.” – Luke

“Brands should stay out of culture – just sell the product.”

“Culture shapes what we care about, so it drives how we engage.” – Louise

“Culture is the product. If you’re not in the conversations we care about, you’re just background noise.” – Libby

“We support brands who show up, not those who stay silent.” – Ed

“TikTok isn’t serious marketing” / “It’s just for jokes.”

“TikTok is sport content now — highlights, breakdowns, behind-the-scenes.” – Louise

“It’s how we keep up when we’ve got five events going on at once.” – Luke

“If you’re not on our feed, you’re not in the game.” – Abhi

“TikTok isn’t less serious, it’s just more accessible.” – Libby

“Creators don’t belong in sport — leave it to the athletes.”

“Creators are changing the game. They bring new eyes and new energy.” – Louise

“They’ve got the buzz and the platform to make sport bigger.” – Amelia

“They amplify voices and bring fresh perspectives to the games.” – Libby

“Creators are enhancing and revolutionising the product.” – Ed

“If it’s not viral, it didn’t matter.”

“Impact > views. Some of the best stuff doesn’t blow up — it just sticks.” – Abhi

“Quiet moments and niche posts shape the culture too.” – Ed

Gen Z isn’t breaking the rules of fandom, they're rewriting them. They still love the game, still care deeply, but we do their way.

And if brands, clubs or anyone else wants to stay relevant, they’d better keep up.